Pandora is expanding beyond its traditional silver-heavy assortment with the introduction of platinum-plated jewelry, a move aimed at reducing commodity risk while keeping prices accessible for consumers.
The world’s largest jewelry brand by volume said the new pieces will use an optimized version of its proprietary PANDORA EVERSHINE™ metal-alloy core, a process it has relied on since 2015 for gold-plated jewelry. The updated technique allows Pandora to apply platinum plating using fine-jewelry craftsmanship methods while maintaining durability and everyday wearability.
“With this innovation, we can navigate the new realities of raw material costs while offering consumers precious metal jewelry that is exceptionally well-suited for everyday wear,” said Pandora CEO Berta de Pablos-Barbier.
Unlike sterling silver, platinum doesn’t tarnish and is resistant to water exposure, making it more suitable for daily wear over time, particularly for activities like swimming and workouts. Pandora said the platinum-plated pieces are certified hypoallergenic and safe for sensitive skin—qualities the company believes strengthen platinum’s appeal as a premium white metal.
The move comes as volatility in silver and gold prices continues to pressure margins across the industry. While platinum prices also fluctuate, plating requires far less metal than .925 silver jewelry. For a company that goes through 340 metric tons of silver per year, that represents substantial savings, given the current price of silver ($75.71 per ounce as of press time). Pandora confirmed the new platinum-plated pieces will be priced similarly to its sterling silver products, reinforcing its “accessible luxury” positioning.
Consumer perception also influenced the decision. In a July 2025 study of 23,000 consumers cited by Pandora, 78% recognized platinum as a precious metal, compared with 69% for sterling silver.
Pandora will pilot a selection of best-selling bracelets in platinum-plated versions in 30 Northern European stores and online in the first quarter of 2026. A global rollout is planned for the second half of 2026, with additional bracelets and a selection of charms.
The company also tied the launch to its sustainability strategy. Pandora has used 100% recycled silver and gold since 2024 and said it will gradually transition platinum and other metals to recycled sources as well.
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Retailer Takeaways
What Pandora’s platinum move signals for independents:
1. Platinum ≠ higher price (necessarily). Plating allows a “precious metal” story without a price shock.
2. Durability sells. Non-tarnishing, water-safe messaging may resonate with customers who’ve soured on silver maintenance.
3. Perception matters. More consumers recognize platinum as “precious” than sterling silver — which makes its value proposition an easier sell in some cases.
4. Expect copycats. If the pilot performs, platinum-plated may become a broader category. While some other companies also sell platinum-plated products, having the world’s largest jewelry brand do so is sure to get attention from other jewelry manufacturers.
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